This presentation was by far the favorite of our recent conference in Boston. Matt's evaluations all scored in the highest level and the audience wanted more! Even though many of our hospitals are small and rural and so very different than Children's, Matt presented everything in a way that could apply to hospitals in any area with any demographic. Excellent presentation and we would have Matt back as often as we could get him! Thank you, Matt.

Our jobs have changedThe tools have changedOur audiences, their needs and expectations have changedIncredible opportunities to inform and engage, all while building your organization’s brand

Google+ Pinterest3 years ago probably would have jumped right in on thoseSupport people sharing our content on their Google+ and Pinterest pages, but we’re not (yet building a presence there ourselves)

Google+ Pinterest3 years ago probably would have jumped right in on thoseSupport people sharing our content on their Google+ and Pinterest pages, but we’re not (yet building a presence there ourselves)

Give social media efforts the time, resources and attention they requireHuddle regularly to ensure strategic development and dissemination of contentKnow the tools; use them every dayDon’t just watch the data, do something with it

Transcript

1.
710,000 Facebook fans is not enoughOr, why getting people to your content is only the first step toward social media success

2.
What you’ll learn today• Why not being social in health care isn’t an option anymore• Social, from SEA to shining SEA• The unexpected connection between blogs and pink pants• The magical properties of Facebook, Twitter and YouTube• Some nuts and bolts

4.
Why social and mobile in health care?• 1/3 of consumers use social media for health- related activities• 40% have sought reviews of treatments, physicians, etc• 45% say info from social sources would affect decisions• 73% would use social tools like make an appointment, or ask a question From PricewaterhouseCoopers report “Social media ‘likes’ healthcare: From marketing to social business” April 2012 via edbennett.org

6.
SEA: Strategic• Strategize: Let your goals be your guide – Volume building? Reputation building? Thought leadership? Patient support?• Execute: Use the right tool for the specific goal• Assess: Was it successful? – If yes, evaluate what went well and replicate – If not, learn and improve

7.
SEA: Tactical• Share – Find great stories, personalities, voices, images, videos – Give yourself time to share the content you create• Engage – Identify and connect with those most likely to be interested in a topic or story – Be personal—and not just when you need something – Return the favor• Amplify – Use internal resources to spread the word – Then get help from others outside your organization

9.
Why is Children’s doing it?• Augment and enhance website activities• Volume, volume, volume• Open up two-way communication• Position us as a leader in pedi health info• Online reputation improves brick and mortar reputation• Respond in real-time to service issues, complaints and opportunities

11.
Blogging• Decide what your blog is—and isn’t• Different medium, same rules• Let others do the talking• Multipurpose when possible• Get blogs on relevant website pages

12.
Blog success: it’s all about the pants• GQ calls Boston worst- dressed city, suffering from “Style Down Syndrome”• Dr. Brian Skotko wrote “Mock my pants, not my sister”• “Style Down Syndrome is strong-willed, persevering and forgiving—because it has to be.”

13.
It’s all about the pants, continued • Post viewed almost 100,000 times • Hundreds of comments, tens of thousands of shares • Covered on washingtonpost.com, The Boston Globe, Boston Business Journal, Boston Magazine, Fox 25 News

14.
Children’s on Facebook• 710,000 likes: largest hospital Facebook page in the world• More than: – Total visits per year to Boston Children’s – # of people living in Boston• Benefits: – Everyone’s there; it’s part of everyday life – Very easy to share and interact – Great, cost-effective way to push out content

17.
Twitter how-to’s• Followers/Following – Connect with reputable, like-minded organizations – Quality and quantity• Keep it relevant – Be current, compelling – Less likely to get lost in the din• Share and share alike – Can share more content than with other tools – Promotes good will, brings good content to your followers and can lead to more re-Tweets

18.
Children’s on YouTube• 750 subscribers, almost 700,000 views• #2 search engine in the world• Brings your organization to life

19.
Social media and HIPAA• The safety of blogging• Know the statute• Moderate your comments• Make your policies clear, esp around medical advice• The fine line between openness and protection

21.
Last thoughts• Share the good stuff; make a plan for dealing with the bad stuff• You can’t buy buy-in; building trust throughout the organization will pay off• Don’t be afraid to fail, but be planful• Health care’s compelling, important, always relevant—communicate that